A year ago, fashion companies and corporations across the country trumpeted plans to recognize Juneteenth as a paid holiday for employees and marketed the importance of the day that marks the end of slavery in the U.S.
Collins, who is also a full-time professor at Michigan’s Ross School of Business, said some companies are giving employees the day off, offering them more opportunities to be reflective or offering special programming, but he said, “what is important is that Juneteenth becomes less of a date on the calendar and more about ritual and ceremony. There are tons of holidays on the calendar that are names, but not really exercised in behavior and ceremony.
Reflecting accountability Holding companies accountable for their commitments to racial diversity and inclusion is essential, and consumers have the spending power to support the brands that fulfill their commitments, Collins said. Working with two non-fashion clients on Juneteenth activations for 2022, Burnett said the conversations take longer since companies are wary of making missteps. As an agency, Leo Burnett employees will have the day off and, as of earlier this month, there were more opportunities to discuss inclusivity and the progress since last year. The entire Publicis Groupe, which owns Leo Burnett, observed a “Pause for Action” earlier this month to discuss DEI on a global scale.
“While the Fourth of July was this beginning concept of freedom in America, Juneteenth is the realization of it,” she said. After formally recognizing Juneteenth for the first time last year with a message from Pete and Erik Nordstrom and a virtual event for employees to connect and learn more, Nordstrom is planning a similar approach this year. The emphasis will be on providing employees with information and resources to enable them to learn more about Juneteenth,” a company spokeswoman said.
H&M USA will continue to recognize Juneteenth as a paid day off for employees, although the company likes to think of it as “more as a ‘day on’ to observe, learn and honor history,” said Donna Dozier-Gordon, inclusion and diversity manager for H&M USA. Nike aspires to be a leader in building diverse and inclusive communities — “from embedding diversity, equity and inclusion education in every employee’s journey to leveraging our platform to inspire positive change in our communities,” a statement issued by a Nike spokeswoman read.
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